SHOPS selling alcohol in north Wiltshire have fared well in an undercover operation to trap careless traders.

Only one out of 11 stores surveyed in north Wiltshire sold alcohol to underage teenagers compared to one in four in Wiltshire.

But Wiltshire trading standards officers said they are "horrified" at the results of their latest countywide undercover operation proving their hard-hitting advice is not having the desired effect.

Out of 43 stores surveyed, 10 broke strict laws designed to protect children's safety.

It is the worst figure to ever come out of a trading standards undercover raid of any kind.

Officers have launched an investigation into each store.

If criminal action is taken offending stores could face fines of up to £1,000 or come one step closer to having their licence to sell liquor revoked.

To make matters worse trading standards officers sent out guidelines to stores across the county less than a month ago advising them not to sell alcohol to teenagers without asking for proof of age.

Steve Clover, trading standards chief, said the operation results were a real eye-opener.

He said: "It is quite a revelation. We have done surveys on fireworks and cigarettes but they have never come out as bad as this. One in four retailers is a poor result.

"We have spent the best part of a year trying to advise retailers.

"We told them we would be using the underage test procedures.

"This message clearly has not got through."

Mr Clover said all the shops failing the test would be investigated with an eye to criminal prosecutions.

He said the teenagers used in the sting were all aged 15 or under.

He said: "All of the teenagers used in the test looked their age. Each of the stores will be investigated individually and we will take action if we think it is necessary."

Under the Licensing Act trading standards officers are tasked with enforcing the legislation relating to the sale of alcohol to children under the age of 18.

Out of the stores failing the undercover operation five were in the Kennet area, five in the Salisbury area and one in north Wiltshire.

Liquor sellers in west Wiltshire are battling to cut-down the number of underage drinkers by offering cash rewards to name-and-shame adults who buy booze for underage teenagers.